Wil

CO-FOUNDER | COACH

Wil Rivera has been in the fitness industry since 1995. After playing sports for most of his life, Wil discovered a natural talent for connecting with people through movement and fitness. He found it deeply rewarding to work alongside people who were motivated to improve their health and build strength.

Wil began his career in commercial gyms throughout New York City, where he quickly grew from training clients to developing and leading personal training teams. Those early years shaped his core philosophy: education leads to engagement. Wil believes that a great coach serves as a conduit between clients and the most current knowledge in strength training, movement, and long-term health.

In 2003, Wil and his wife, Heather Gunn-Rivera, founded Grassroots Fitness Project with the goal of creating a training environment where high-quality coaching, thoughtful programming, and strong community could exist under one roof.

Today, Wil serves as Head Coach and Lead Programmer at Grassroots. In addition to coaching clients, he designs programming across the studio and plays a central role in developing and mentoring the coaching staff. Wil created Grassroots’ internal trainer mentorship program, which is currently evolving into a formal certification pathway for new coaches entering the field.

Wil also leads Grassroots’ Youth Strength & Conditioning program, which serves athletes ages 11 and up. The program focuses on building strength, coordination, confidence, and physical literacy through structured strength training and conditioning.

Outside of the gym, Wil loves building and creating. He maintains a workshop where he designs and fabricates fitness equipment from repurposed materials, combining craftsmanship with his passion for training. When he’s not coaching, you’ll likely find him cycling, rock climbing, or spending time with his family. And true to form, you’ll almost never see him in a pair of pants.

Certifications:

NASM Certified Personal Trainer
AFAA Certified Personal Trainer & Group Fitness